Exploring By The Seat of Your Pants

Content Strategy, Partner Relations & Brand Identity

Setting the scene:

❋ social media strategy ❋ community growth
❋ content creation ❋ digital strategy

Exploring By the Seat of Your Pants (EBTSOYP) connects students with scientists, adventurers, and conservationists through live lessons broadcasted directly from the field into classrooms.

The Challenge

Prior to this engagement, EBTSOYP's operational focus was concentrated almost entirely on executing the livestreams themselves, with limited capacity allocated to community building, social media strategy, or partner marketing. As a result, the brand lacked consistent voice and messaging, and the organization's social presence did not reflect the value of its core offering.

1. Auditing before building.

Conducted a comprehensive audit of existing content and engagement across digital channels to identify high-performing opportunities, uncover gaps, and inform a more strategic content direction. Analyzed audience demographics and behavior to better understand who we were speaking to and create content that resonated with the right people.

Approach

2. Content system design.

A central constraint of this project was production quality: livestream footage does not consistently meet the visual standards typical of high-performing social content.

To address this, four distinct content types were developed, each designed to do a different job: content that hooked users with infobytes learned from each lesson, event outlines giving parents and teachers context for when they should tune in with their students, and promotional/sharable content for the scientists, adventurers, and partner organizations making each stream possible.

Photograph of a person in cold-weather gear taking a photo with a camera and tripod on the ice in Jasper National Park, with snow-covered ice formations.

A woman with short, partially shaved reddish hair, wearing glasses with round frames, earrings, a septum piercing, a black t-shirt with an illustration and text, and a blazer with a galaxy pattern. She is in a room with blue lighting and a bookshelf in the background.

Earth as seen from space, with text promoting Earth Day live events on April 22nd, including live streams of various environmental topics scheduled hourly from 8 AM to 4 PM EST.

3. Partner marketing framework.

Established a coordinated process for marketing joint events with organizational partners, creating a repeatable model to support ongoing and future collaborations.

4. Outcome.

EBTSOYP now has a cohesive presence across Instagram, Facebook, and YouTube, with content formats built specifically to make field-based livestream work resonate with the people who matter most: teachers deciding whether to bring it into their classroom, parents deciding whether to encourage their kids to watch, and partners deciding whether to collaborate again.

Page views more than doubled following implementation of the new content strategy
Follower growth increased steadily quarter over quarter
Established a scalable process for securing and marketing corporate sponsorships